Marketing attribution is one of the toughest challenges for modern marketers — and most get it wrong. In this episode of the ContraMinds Podcast, we sit down with Scott Desgrosseilliers, Founder & CEO of ⁨@WickedReports⁩, to decode what really works in measuring marketing impact.

Scott shares his journey of building @WickedReports and explains why accuracy alone isn’t enough — attribution has to be actionable. He covers practical insights on choosing the right attribution model, measuring KPIs beyond RoAS, connecting online and offline journeys, and balancing experimentation with accountability.

If you’re a CMO, performance marketer, or entrepreneur looking to cut through the noise and understand what truly drives growth, this episode is packed with actionable wisdom.

What You’ll Learn in This Episode:
• Why marketing attribution isn’t about perfection but profitability
• How to align attribution models with campaign intent
• Which KPIs go beyond vanity metrics (like NCAC and New Visit %)
• How to bridge online and offline sales data
• The mindset every marketer needs: persistence + accountability

About Scott Desgrosseilliers
Scott Desgrosseilliers is the Founder & CEO of Wicked Reports, a pioneering marketing attribution platform built to give businesses clarity on what really drives growth. A former database administrator, Scott discovered the power of connecting disparate data into a single source of marketing truth when helping a friend measure ROI from Facebook ads. What started as a pivot-table experiment quickly grew into a platform trusted by e-commerce brands and agencies worldwide. Today, Scott is known for his no-nonsense approach to attribution: transparent, actionable insights that cut through the noise and focus on profitability.

📌 Watch the Full Episode & Chapters:
00:00:00 Introduction
00:03:28 Accuracy Is Table Stakes—Actionability Wins
00:06:18 Pick the Right Model for the Job, Not a Holy Grail
00:10:37 Start from Real Sales, Tag Everything, Build the Timeline
00:21:33 You’ll Never Get 100%—Stack Signals and Move On
00:26:34 ROAS & CAC Aren’t Enough—Track NCAC and New-Visit %
00:31:34 Let Intent Decide the Model
00:36:57 Think TOF–MOF–BOF: Different KPIs at Every Stage
00:39:16 Bridge Online & Offline: Tie Every Sale to an Identifier
00:42:18 Offline Ads? Start from Test Drives, Not TV Ratings
00:45:26 Black-Box Models? Hard Pass. I Want Transparent Journeys
00:47:13 Use Last-Click When It Fits—Save Heavy Math for Real Journeys
00:51:26 Experiment Boldly. Be Accountable. Do Both
00:52:59 Start Local, Get Wins, Build a Portfolio
00:55:14 Skip the Textbooks—Follow Practitioners Who Ship
00:56:08 Persistence Beats Brains and Budget—Focus on Outcomes

This episode was made possible by the great folks at MovingWalls. Moving Walls provides a global Adtech platform built by Out-of-home advertising experts, automating the process of planning, buying, executing and measuring OOH campaigns, with a presence across four continents and seven markets. Visit https://www.movingwalls.com to learn more.

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